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Ever-evolving Power of Nano-marketing
When V&A opened in 2010, the lines between public relations, marketing and advertising were well defined. The onslaught of social media was only in its infancy and at the time, our agency was one of the only full-service communication firms offering a mixture of both PR and marketing.
Fast forward to today. The lines have not only been blurred between public relations and marketing, they are almost non-existent. They have moved from diametrically opposed to unstoppable allies. The power of this new dynamic duo comes with the evolving influencer marketing space. Never before have consumers relied on so many "trusted" opinions by influencers managing their own blog, website or social media channels. Couple that with the means to replicate and meet a consumer literally in their own home- the possibilities are almost endless!
Think of it this way. Remember, when you were a kid and you had a lemonade stand in the front yard? Each passing car, bicyclist and walker was a potential customer, at least in your mind. The reality is, there are variables which must be analyzed to really know who your customers are. What if you could take that same scenario, sit in an air-conditioned home, send out messages that you have just made an ice-cold pitcher of delicious lemonade to only those consumers who:
1. Love fresh lemonade
2. Are extremely thirsty at that moment
3. Have disposable cash
4. Are within three blocks of your house
5. Enjoy supporting local businesses and charities
How powerful would that have been? You could have stayed inside and made money.
The juggernaut combination of strong messaging and ultra-targeted delivery to potential customers enables communication professionals to use a litany of different tactics to convert lukewarm consumers into highly interested buyers. If your business is not engaged in nano-marketing, you are missing opportunities to engage consumers on a different level.